in virginia, hikers will notice their trail maps are aborned with a north face logo. >> parks are fighting to keep open, keep stocked, keep restrooms clean, and these programs and corporations can help to put icing on top. they're not going to pay the bills, but they will help to keep visitor services going and improve programs that really affect people who show up during the day. >> so if your park looks spruced up, you may have a corporation to thank. they are reaching a ton of people with very specific advertising. they're reaching 40% of people in the u.s. that's how many visited the state park in the last year. even though they'll be seeing a lot of sponsored stuff in their parks, the names will remain the same. >> our citizens, our users, the people that invest in our parks, the citizens and voters of virginia, they would be offended if we took the state park and made it the coca-cola or the enron state park. we're not about build it to put a name. these are special places that belong to people. >> so if you see a logo on your trail map or park workers t-shirt, you might be offended,